Michigan Independent Citizens Redistricting Co mmi ssi o n Statement of Work Quote A t t e n t i o n : Edward Woods III Communications & Outreach Director Proposal due date: Thursday, April 15, 2021 Motion Marketing & Media (DBA: M3 Group) Schedule A – Statement of Work - Quote Contract Activities Background, Situation Analysis and Project Understanding: MICRC Background Redistricting is a big issue. It’s a discussion nationally and it’s a reality in Michigan. Nationally, the political battle over redistricting could potentially shift political power. The voters in Michigan decided they would take control of redistricting the state in order to stop potential gerrymandering. In 2018, the process was set in motion through Ballot Proposal 2. Typically, the legislature would update district lines through information gleaned from the Census, however the passing of Proposal 2 put the responsibility for redistricting into the Michigan Independent Citizens Redistricting Commission (MICRC). The organization is now seeking stakeholder input in order to better reflect the wishes of a majority of citizens. Therefore, in order to better reflect the masses, the MICRC needs to communicate the need for input to as many people as possible. Through an integrated awareness campaign, the MICRC will request engagement and participation at public hearings and the process of redistricting. Timeline As public meetings begin in early May, time will be of the essence. M3 Group will work with MICRC to identify and prioritize targets as soon as possible to enable effective communication. Headquarters | 221 W. Saginaw St. Lansing, MI 48933 | 517.203.3333 Detroit Office | 1234 Washington Blvd. Detroit, MI 48226 STATEMENT OF WORK – QUOTE M3 Group Process M3 Group follows the M3 Method to ensure success. It includes three phases: Magnify, Motivate and Mobilize. The Magnify Phase is meant to uncover what’s happening in your organization. What’s impacting MICRC’s mission? What makes our target audience understand what you do or how you do it? That’s the information that helps us leap forward with a clear picture of what engages your target audience. Then we Motivate by developing strategy to achieve the goals. We determine the tools that are necessary for success and develop a plan that gives us the roadmap for delivery. In our Mobilize Phase, you guessed it, we implement the tactics and evaluate success, pivot if necessary and repeat. This is the ongoing effort to engage and increase stakeholders. Detailed Campaign Strategy with Specific Methods & Deliverables Magnify Phase – Understand Goals and Audiences Discovery This engagement is meant to launch the relationship and create an understanding of MICRC’s overall goals, objectives and strategies. This meeting will provide the details needed to make sure we're on the same page for exceeding expectations. We will go over a list of specific questions we have and will be prepared to answer the questions you have. In the end, we will be much closer to understanding what success will look like and the time it will take to get there. The two-hour session gives us an opportunity to review the phases of the M3 Method process to reduce uncertainties and pave the way for a ‘surprise-free,’ productive collaboration. Deliverable: A follow up report reiterating our combined understanding of process and project delivery Headquarters | 221 W. Saginaw St. Lansing, MI 48933 | 517.203.3333 Detroit Office | 1234 Washington Blvd. Detroit, MI 48226 STATEMENT OF WORK – QUOTE Persona development The purpose of personas is to create realistic and relatable representations of your key audience segments for reference during the branding and storytelling process. Your audience is made up of multidimensional people with lives and jobs. Our goal is to help them emotionally connect with your message. We use personas to help everyone understand your stakeholder's lives, decision making processes and media consumption habits. We also use them to understand how your brand uniquely solves their pain and creates gain for them. Finally, personas help us understand each customer's unique journey and how your message should meet them along the way to create the best brand experience possible. Deliverables: We will develop simple personas for key audience segments to streamline messaging information based on the short timeframe Motivate Phase – Plan, Create and Set Up Systems for Success Strategy and Integrated Plan Plans can be simple, but they should be as integrated as possible and focused on reaching goals and KPIs. M3 Group will work to add multiple disciplines including: • Content Marketing: Provide content through blog and op-ed creation, trend information, and dynamic website content to help stakeholders connect and learn more about the redistricting process. o Blogs o Op-eds o Ad messaging • Email Marketing: Use email to engage and connect through helpful content. This email marketing program will target larger groups and networks of people. o Landing page Headquarters | 221 W. Saginaw St. Lansing, MI 48933 | 517.203.3333 Detroit Office | 1234 Washington Blvd. Detroit, MI 48226 STATEMENT OF WORK – QUOTE • Social Media Marketing: Social media opens the door to building relationships, developing awareness, and generating website traffic. When combined with email marketing and content marketing, online campaigns utilizing social media bring exceptional results by connecting with your target audience on a platform they are already spending time on regularly. o Social media posting o Live event posts o Promoted content o Influencer and partner engagement • Collateral Asset development: We will create the PSA development, brochures, digital assets and other collateral needed to use in the implementation process. o PSA creation (TV, Digital, Outdoor and Radio) o Fact sheets o Infographics • Public Relations: Using the media to spread the word is an important tool for lifting and expanding brand awareness. This strategy will allow us to consistently put information in the public regarding redistricting and give information about needs related to participation in the process. o Cision onboarding: Cision is a managed software that tracks earned media coverage, reporter queries, and social media engagement. M3 Group recommends using the tool to find proactive speaking engagements and interview opportunities as well as tracking press release and other media mentions. This system is aimed at providing valuable information about MICRC’s media coverage as well as watching what similar organizations are getting covered. This system also gives us opportunities to follow publications we want to be featured in and those reporters who need sources for articles. The reports we receive also give us an understanding of what the industry is talking about and how our content is fairing. ▪ Public hearings ▪ Interviews ▪ Op-eds ▪ Press releases Headquarters | 221 W. Saginaw St. Lansing, MI 48933 | 517.203.3333 Detroit Office | 1234 Washington Blvd. Detroit, MI 48226 STATEMENT OF WORK – QUOTE ▪ Guerilla tactics ▪ Direct mail • Public Service Announcement & Advertising Plan: We will develop partnerships with media outlets and Michigan Association of Broadcasters and also provide recommendations on advertising plans for paid and unpaid media placement. Given the accelerated timeframe, there will likely be a heavy emphasis on digital media for immediacy and the ability to be in- market quickly. o TV – Cable and Connected TV o Radio - Talk/NPR o Outdoor including billboards, and possibly airport advertising o Paid social media – both advertising as well as boosted posts o Digital ▪ Programmatic ▪ YouTube ▪ Paid search • Cadence: It's important to understand how often people like to receive information. We can use that information to ensure we are sending content frequently enough, but not too frequently that it becomes overwhelming for the prospect. Deliverables: A comprehensive plan that outlines tactics needed to achieve overall goals. There will be a calendar that outlines the plan. We will also develop the assets. Mobilize Phase – Implementation Public Relations Plan Implementation Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the public on whom its success or failure depends. A key function is proactive media relations - the process of identifying relevant editors and publishing outlets with an interest in MICRC’s issues to pitch stories and create thought leadership. It also includes the ongoing efforts of: Headquarters | 221 W. Saginaw St. Lansing, MI 48933 | 517.203.3333 Detroit Office | 1234 Washington Blvd. Detroit, MI 48226 STATEMENT OF WORK – QUOTE Media relations • Community relations • Corporate and social responsibility • Crisis management • Scripts and concepts • Event planning and representation • Public and media relations • Writing • Media follow up Content Marketing Implementation M3 Group’s team of experts will work with key Subject Matter Experts at MICRC, as well as in other areas of related issues, to identify and develop content. This content will be implemented in the form of blogs, video blogs (vlogs), and other content designed to engage key audiences. There are many different types of content marketing, including: • MICRC landing page • Blogging • Video • Podcasting • Infographics • Email • Visual content • Presentations • Slide decks • Social media posts Even in-person product demos, seminars, physical leaflets, and books can be considered types